While reviewing the September 16, 2006 issue of Newsweek, I came across and article by Jerry Adler and Judy Scelfo called "Seeking and Finding". Yet, another attempt to credit that Baby Boom with a trait that has been common to those experiencing the fall and summer of life long before George Harrison of the Beatles picked up a zither.
One of the article's concluding paragraphs reads: "Of course, most boomers belonged to none of these movements, but the shared values of that generation have shaped the world we all live in today. Churches now accommodate boomer's demand for autonomy and freedom of choice, says Roof (Wade Clark Roof author of the 1983 book A Generation of Seekers), a phenomenon otherwise known as "niche Marketing - you know, motorcyclists for Jesus." He believes that is one of the forces behind the emergence of mega-churches - the mall-like institutions that offer a cafeteria of worship options, with services elaborately scored for guitars and keyboard, plus lifestyle services, from gyms to food courts and childbirth classes. 'Megachurches define this as the way they want to be religious," says Roof, adding: "boomers love options."
When I started doing workshops on marketing to older adults 20 years ago, the values we encouraged companies marketing to age 50 plus adults were: choice, autonomy, and empowerment. We also stated that organizations needed to be aware that spirituality and the importance of one's legacy take on added meeting in life's second half...and, since there are way more people over age 45 than at any time in history, might that not be part of the reason we need bigger churches? And since the majority demographic tends to set the tone for others, there are even more young people now interested in all things spiritual than in previous decades.
Once again, it is not the uniqueness but the sheer number of Baby Boomers that is driving change. The soooner the media, consultants and corporations give up this infatuation with a distorted 60's view of aging boomers and focus on the uniqueness of later life values; the sooner we can end ageism and get on with building a better country.
If you are pained pain, it's best to apply proven methods, rather than experiment
Soe au bon pain ie
Posted by: VeraFlueguttowl | November 07, 2007 at 06:22 AM